Addu City is positioning itself as a must-visit destination in the Maldives with the launch of its new tourism brand, “Addu: Beyond the Equator.” This branding initiative aims to highlight the unique beauty and cultural richness of Addu, an atoll that lies directly on the equator, setting it apart from other regions in the country.
The official unveiling of the brand took place last Friday at a special ceremony held at Canareef Resort in Addu. The Addu City Council has partnered with Creative Crew, a local branding agency, to bring this vision to life, with support from Encrea Studio, which was responsible for the design and creative elements.
The new brand is the result of a four-month collaboration and is crafted to reflect the authenticity of Addu, while emphasizing the atoll’s diverse ecosystem and natural charm. The branding elements capture Addu City’s stunning landscapes, protected areas, and rich cultural heritage.
“We wanted the brand to resonate with Addu’s true identity and showcase the untouched beauty of the atoll,” said a representative from Encrea Studio. The branding includes five key themes, each representing a distinct facet of Addu’s allure:
- Beyond Ordinary: Celebrating the region’s exceptional underwater world, with highlights of its renowned dive sites.
- Beyond Beaches: Showcasing the diverse ecosystems, from mangroves to lakes, that define the landscape beyond just beaches and seas.
- Beyond Horizons: Capturing the breathtaking views of both sunrise and sunset that are unique to the region.
- Beyond Serenity: Acknowledging Addu’s status as a UNESCO Biosphere Reserve and its commitment to conservation.
- Beyond Dreams: Highlighting what makes Addu an exceptional and one-of-a-kind destination in the Maldives.
To further amplify the brand’s reach, a short film has been created, showcasing the scenic beauty of Addu with a specially composed soundtrack. The branding efforts have already garnered attention, with over 500 uses of Instagram story templates in just a few days.
During the launch event, Hussain Zareer, the Head of the Addu City Destination Management Office, emphasized the significance of the branding effort. “This is more than just a logo,” he said. “It’s an invitation for visitors to come and experience the rich services and cultural experiences that Addu has to offer, which can stand proudly alongside other well-known destinations in the Maldives.”
Zareer also highlighted the importance of collaboration between local communities, businesses, and stakeholders to ensure the success of the initiative. The aim is to make Addu City a globally recognized tourism destination, drawing visitors from around the world to explore the atoll’s unique offerings.
